The cinematic capital of India recently witnessed the launch of DIVA’NI, a brand that represents the dual worlds of fashion and cinema. The brand is a collaboration of YRF – Yash Raj Films and KBSH Private Limited.
It is the second store in Mumbai after launching DIVA’NI in Delhi. The brand is not merely limited to the Bollywood genre of fashion, it is inspired by the fabulous flights into fashion and design that creates the fabric of a film.
Pamela Chopra and Sanya Dhir hosted the launch of the flagship store of DIVA’NI- India’s first ever cinema inspired fashion label. The gala launch was well attended by the who’s who of tinsel town Rani Mukerji, Parineeti Chopra , Alia Bhatt, Kiran Rao, Arjun Kapoor, Sushant Singh Rajput, Ankita Lokhande, Poonam Dhillon to name a few.
Speaking about the event Pamela Chopra said, “DIVA’NI was an idea that truly excited my husband. When it was decided to create the first range of cinema inspired clothing line for women, my husband wanted to be an active part of the designing and execution, but it was not to be and he left us in the initial stages. Then my family decided to bring it to fruition. DIVA’NI store opening in Mumbai, the city of cinema is very appropriate. Everyone knows that Yash believed his heroine was a Diva. He enamored many generations of cinema lovers with the portrayal of his heroines. I am very happy at this outing of YRF and I am sure Yash is too somewhere up there.”
Speaking about the launch Sanya Dhir, Brand Director DIVA’NI said, “Mumbai is India’s cinema capital and the perfect home for DIVA’NI, the only cinema inspired brand in the world. The warm welcome given to us by such stalwarts of the industry has strengthened our belief that India needs a brand like DIVA’NI to showcase the sheer magic of cinema that like the proverbial high tide, has swept real life divas off their feet. And it is this magic of Indian celluloid that our brand tries to rekindle.”